Dave Canin is the digital marketing manager for a major cell phone company. The

company has decided to sponsor the NCAA Men's Basketball Tournament. Dave is

currently in negotiation with the NCAA about the terms of the agreement. Because

Dave is personally in charge of this expensive deal, he is ultimately responsible for its

success or failure. One of his major concerns is digital ambush marketing by his main

competitors.

1. What should Dave negotiate into the contract to protect his brand from being

ambushed?

2. Do you think that digital ambush marketing can be stopped?

3. If you were a competitor in the cell phone market, what would you do to disrupt

Dave's agreement?

4. Are there any ethical issues with ambushing Dave's deal?